Oats, the new 'rice' of South?

A few years ago, the thought of a quintessential South Indian kitchen cooking anything other than rice, idli or dosa seemed unthinkable. Even now, Bollywood movies always portray South Indian families as saree clad, flowers in the hair, mundu wearing, dosa and idli eating people. Nielsen, the global provider of insights into consumer purchases, says otherwise.

In India, the consumption of oats is relatively low at 13% but in Cochin, its consumption rate is 34% while 37% of Chennai loves the healthy cereal alternative. Oats, while, is seen as a breakfast option, in Kerala, 49% people consume it for dinner- and that too, not just as a porridge but as an ingredient in upmas, idlis, dosas, wadas amongst other delicacies. 

With India becoming health conscious, there are several key industry players battling out in the Oats segment. Key players include PepsiCo’s Quaker, Marico’s Saffola Oats, Kellogg’s Brittania Oats and GSK’s Horlicks Oats. A variety of flavors, a healthy ingredient that can be added in many dishes and an option for every budget; Oats is becoming an essential addition in South Indian meals. Rest of India to follow suit?